September 2025 - With a refreshed visual identity and expanded physical structure, Fitness Brasil Expo has reached an unprecedented scale, positioning itself as the largest business event for the sector in the Americas. Strategically aligned with the Health & Fitness Association (HFA) – formerly IHRSA (International Health & Racquet Sportsclub Association), which continues as an international partner – the 26th edition was held from August 28–30 at the Transamérica Expo Center in São Paulo. The trade show generated an estimated R$ 750 million in business, representing nearly 50% growth compared to 2024, when it recorded approximately R$ 520 million.
The event drew 35,000 visitors and featured a major expansion in exhibition space, growing from 19,000 to 28,000 m² and bringing together more than 160 exhibiting brands (30% more than last year). The program also included 120 speakers and 3,000 congress participants.
According to Fitness Brasil’s Executive Director, Gustavo Almeida, the results reflect the market’s expansion and maturity: “Considering the increase in space, the number of exhibitors, and overall industry activity, we estimate that the business volume exceeded R$ 750 million in 2025, continuing a sustainable upward trend since 2022. This outcome reinforces the Expo’s relevance as a strategic platform for generating connections, opportunities, and knowledge within the fitness and wellness ecosystem,” Almeida highlighted.
With the goal of fostering a wide diversity of debates, this year’s Fitness Brasil Expo featured high-profile speakers across three days. Futurist Daniela Klaiman, marketing expert João Branco, entrepreneur Lásaro do Carmo, Companhia Athletica president Richard Bilton, Ironberg CEO Piter Demétrio, and Smart Fit founder Edgar Corona were among the leading voices who enriched the visitor experience.
For the first time, the trade show occupied all five halls of the Transamérica Expo Center and hosted major industry brands, including Diamond sponsors (Konnen, Pacto, and World Tennis), Gold sponsors (ABC Evo, Buckler, Matrix Fitness, and Next Fit), and Silver sponsors (Allp Fit, MetaLife, Studio Integrado Mormaii Fitness, TechnoGym, and Ultra Academia).
Among the highlights, Konnen reported exceeding its business goals. But for the company’s Commercial Director, Said Abdo, the impact goes beyond the three days of the event: “Participating in the Expo is not only about the numbers achieved during the show, but also about the other 362 days of results that follow. The activity went beyond expectations, and that reflects the success of Fitness Brasil,” he said.
Max Barbosa, founder and CFO of Pacto, also emphasized the Expo’s broader industry impact: “Fitness Brasil Expo 2025 is a snapshot of a very strong and